Starbucks Is Returning to Its Roots in Premium Coffee Under Turnaround CEO
For decades, Starbucks avoided entering the realm of discounts and promotions. Howard Schultz, the coffee chain’s founder who most recently served as its CEO between 2008 and 2017, told analysts in 2016 that he didn’t want to rely on promotions and subsequently “discount or dilute the integrity of the brand.”
New CEO Brian Niccol’s strategy is to reestablish Starbucks as a premium brand, and recent changes show it’s moving in that ...
Starbucks intends to scale back on discounts, promotional offers and coupons, according to a report by The Wall Street ...
Tasting Table on MSN2d
Why You Should Expect Fewer Starbucks Discounts By The HolidaysStarbucks is in the spotlight once again with new CEO Brian Niccol, who has decided to pull back on discounts in the hopes of ...
Tressie Lieberman, who has worked with Chipotle, Taco Bell and Pizza Hut, will oversee marketing for the coffee shop giant.
The Takeout on MSN2d
Why Starbucks' New Direction Will Mean Fewer Discounts For CustomersUnder new CEO Brian Niccol, Starbucks plans to offer fewer discounts. Instead, the brand is opting to pivot towards a more ...
This is one of several major shifts currently underway at the coffee giant, which has seen two consecutive quarters of slumping sales.
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